Advertising watchdog rejects fears over ‘dangerous’ washing machine advert
A complaint that a TV advert could encourage children to climb into washing machines — with potentially fatal consequences — has been dismissed by the Advertising Regulatory Board
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A complaint that a TV advert could encourage children to climb into washing machines — with potentially fatal consequences — has been dismissed by the Advertising Regulatory Board (ARB).
In a decision earlier the month, the ARB considered a complaint against a commercial advertising Tops at SPAR, flighted by the SPAR Group Limited.
Tops at SPAR is an outlet that sells alcohol and related beverages.
According to the decision, the commercial shows “a man with a small ‘Tops’ cooler box” moving through a series of exaggerated scenes.
He moves from one scene to another in quick succession — walking through a house party, a drinks cool room, a mountain top and a tent, then climbing out of a car boot and into a laundromat where a card game is under way.
In one of the scenes, he jumps into a washing machine and suddenly appears in a series of different settings, including a bar, a bowling green, a silent disco, a beach and, eventually, another house party.
The cooler box carries the slogan, “Tops at Spar – Turn up epic!”
Throughout the advert, a strip at the bottom reads: “Not for persons under the age of 18” with a link to www.aware.co.za.
Aware.co.za is the website of Aware.org, a SA industry body that promotes responsible alcohol consumption and provides information about alcohol-related harm.
The complainant argued the washing machine scene could be dangerous if copied by children.
The ARB said the complainant “essentially stated that the commercial could encourage children to climb inside washing machines, which then, if switched on, could result in a horrible death".
In response, the advertiser said the commercial relied on exaggerated and fictional scenes.
It said the intention was to use “exaggerated, humorous and clearly fictional scenarios to communicate the idea of ‘turning up’ in everyday moments in a fun and entertaining way".
The washing machine scene was described as “a staged, controlled, non-realistic situation intended for comedic effect”.
The advertiser added: “At no point does the commercial depict or encourage imitation, real-world replication, or dangerous acts.”
It further said the washing machine was “a purpose-built prop, and not a functional machine", and that standard safety protocols were followed.
"The washing machine was a purpose-built prop, and not a functional machine, the foam was only a visual effect and that the production adhered to standard advertising safety protocols at all times," the advertiser said.
The company also said the advert was scheduled in an adult viewing timeslot.
The ARB said it considered Clause 14 of Section II of the Code, which deals with children.
The clause states: “Advertisements addressed to or likely to influence children should not contain any statement or visual presentation which might result in harming them, mentally, morally, physically or emotionally.”
The code further explains that children should not be left with the impression that it is “acceptable and safe to be in certain surroundings” or encouraged to emulate harmful behaviour.
It said children do not necessarily differentiate between props and real equipment, and that the washing machine would appear to be an actual machine to the average viewer.
It also said children are as likely to imitate fantasy as reality through play.
The ARB said the complainant’s concern was not unfounded, as there have been a few tragic deaths of children associated with climbing into washing machines.
However, the ARB accepted that the commercial was targeted at adults and shown in adult viewing times, meaning the advertiser had “taken the necessary precautions against small children viewing its content and being influenced by it".
The directorate added that even if it found the advert harmful, the likely sanction would be to restrict it to adult viewing times, which the commercial already complied with.
The final finding states: “The commercial as currently flighted is therefore not in contravention of Clause 14 of Section II of the Code.”
IOL